Why is melody so chocolaty! Sometimes, solutions are right in front of us and yet we fail to see them. Why? Because we do not understand the solution. Now that is a problem you don’t need. Have you heard about the brand “I cannot believe it is not butter” Don’t get confused : I cant believe its not butter is the brands name. It’s a spread used for flavoring baking and cooking. They practically defined the solution in the name itself. The only butter we know is Amul. Right I can believe its not butter is a Brand under Unilever. Sorry they used to be under Unilvere. Now owned by Upfield. This product was popular in the European market. Especially France. So the moment you read the name you understand that it’s a butter replacement. Right. That quick connect & understanding within seconds is the key factor that will drive the customer to your store. Unilever has 400 brands under them. 2.5 billion customers around the globe. Very successful around the globe. But no ads for detergents beat washing powder nirma Ad right. For my audience outside india, Nirma is a detergent brand. Nirma founder started out mixing detergents in his backyard and selling them door-to-door on his bicycle. Eventually the low priced detergent gave giants like Unilever and Procter and Gamble a run for their money. A lot of that is due to the ad campaign. Washing powder Nirma. It was so successful that even a decade after it stopped running, we still remember the tune. If you say washing powder you have to add Nirma at the end. It feels weird otherwise. So what did Nirma do there. They defined the solution very clearly. In the early 90s and 2000s Indians didn’t call it detergent. We called it washing powder. Nirma. Now we call it Surf. All thanks to relentless marketing from Unilever. Do you want another example. I will give you. Melody chocolate. Melody itni choclaty kyu. Translation: Why is Melody so chocolaty. Why the heck is melody so chocolaty Man. Honestly I don’t know. But it sure did sound mouth watering when I was a kid. The messaging was spot on. So what am I getting at here. Yes the success of the ad campaign depends on how quickly customer understands the solution. Use right keywords. No matter how small a business you are you can give billion dollar companies a run for their money. Now more than ever. You just need the right tools. Define Attract, Converse